线上商品与多种快递服务的组合优化研究

针对网上销售的商品所捆绑的快递服务无法满足顾客多样化需求,而快递服务商又失去了市场空间的问题,提出一种“线上商品+多种快递服务”的组合销售模式,以扩大电商的市场规模,提高快递服务商的利润和差异化竞争水平。在市场细分和顾客需求调查的基础上,综合考虑电商、快递服务商、网购顾客三方的利益,以快递服务商收益最大为目标,构建基于顾客选择行为的“线上商品+多种快递服务”组合销售模式优化模型。以SP调查为数据基础,优化线上商品与多种快递服务的组合销售模式及确定各组合销售模式的均衡价格。模型的求解结果准确地揭示了顾客在网上购物时的快递服务选择行为、快递服务商的末端利润与组合模式之间的关系。

Optimization of Combination of Online Shopping Goods and Multi-delivery Services

The delivery service of online shopping, which is bundled with online sales, is not flexible enough to satisfy the diversified customer’s demand and makes the express service providers to suffer from a huge loss of potential market. This paper proposes a new business mode for online shopping, namely bundle sales of goods and delivery service with the objective to expand e-commerce market and boost the profit of express service providers and raise express competitiveness in service differentiation. By in-depth market segmentation, survey on clients’ demand, an optimization model for bundling the goods and delivery services is established based on clients’ choice behaviors and by taking the benefits of online stores, express service providers as well as shoppers into account. With the data collected by SP survey, the model can maximize the profit of the express service providers by optimizing the bundles and determines the equilibrium selling price. Numerical solutions accurately reveal the relationships among the bundles of goods+delivery service, the profit of express service providers and clients’ behavior of express service choices when do online shopping.